The Who, What, Where and When of Color In Your DocumentsWritten by Paul Curran
This article will help you to assess and maximise impact your use of color in your documents and presentations will have on readers. First of all you need to identify following;
Who and What?
- who your readers are
- what your purpose is
- when to use color
- where to use color
Determine who your target readers are and what specific purpose of document is. Is it an internal product for your employees or is it for eyes of potential or existing customers.
What is purpose? Is it to advise, explain, sell, market etc. How many documents ae involved? Is it just documents or are multimedia presentations needed. What results are you expecting? All these parameters need to be covered.
Are your target audiences conservative or more open to vibrant colors in documents and presentations. Some cultures associate serious business messages with black and white. Just give your specific situation some thought.
When and Where?
If you are sending a marketing proposal document to a client you will be looking to impress your existing or potential. But beware, use of bright, fluorescent colors might not go down too well with a firm of accountants or lawyers but may well be appreciated by a music/video company.
If it is an internal document, do you need to use color at all? Consider cost implication of doing this - Ink cartridge and laser toner usage etc. Unless purpose of document is, for example, to explain some major change in company structure, then I suggest you keep to black and white or minimise color involved.
Welcome to the iPod GenerationWritten by William Frazier
Let's jump right into this; playing field is getting younger.
If you're actively paying attention to market and trends, what's going on right now is a shift. A definite shift from "old" ways of doing things to "new". It may not be extremely apparent at moment, but over next couple of months to a year it will become very apparent.
Now, who am I to make such a bold statement? Well, I'm a part of that "new" generation; and have to be. I'm a musician and it is my JOB to keep my ear to street. Otherwise, how can I ever possibly hope to write songs that capture my audience. You see, MY audience is YOUR audience; no matter who you are. Being a musician means that I need to know how to appeal to everyone. Now, granted musician 'may' have somewhat of an unfair advantage over 'regular' marketer because my industry has pretty much an already open minded client. Who doesn't love some form of music?
Yet, AS a musician... true musicians... you're taught from a very early age (or very early in your career) that you should learn AND master as many genre's as you possibly can. Why? Because this is how you keep work coming in. Now, if you're only looking to form a band and stick with one style, then you don't think about this too much; kinna like a lotta marketers. Yet, if you want to be a TRUE master of your axe (axe = musical instrument), then you NEED to expand yourself.